The media business is changing.

More challenging and machiavellian than ever.

What do you know?

OUR MISSION IS TO MAKE MEDIA CONSULTING

MORE TRANSPARENT

The media industry may be evolving fast but it is also becoming a darker, more devious place to operate in. Driven by behind-the-scenes deals, clients find it harder to identify, let alone unlock and measure, the full benefits that agency holding groups negotiate. We want to change all that – in fact, we’ve been changing it since our inception. 

MORE ACCOUNTABLE

The more complex an agency relationship, the easier is it for businesses to be misled by the sprawling media empires they need to trust. Our role is to create commercially sound client-agency relationships – value-based, truly interdependent and safeguarded by industry-leading contracts. This way, we prove our value at every stage.

MORE EFFECTIVE

We live by the results that we deliver; whether achieved through greater integration, smarter planning or strategic clarity. Most significantly, by injecting genuine media buying leadership back into the consultancy mix, we ensure that agencies always put our clients’ interests first. Does it work? See for yourself.

 

 

What do you know?  |  Who can you trust?  |  What will you gain?

 

800

 Brands handled by our team 

23

 Average years of experience of our team 

9

 Total $Bn media investment evaluated 

370

 Brands managed in agency reviews 

17

 Average % value improvement delivered 

 

FORTUNE FAVORS THE BRAVE

There has never been a better time for brands and businesses to retake control of their media business – and there are massive gains available to the bravest and best. Our approach targets the 6 key areas that make this new insight possible.

 

AGENCY SEARCH & SELECTION

Designing and negotiating complex agency pitches is a cornerstone of what we do. And we do it in a surprisingly simple way; by putting hands-on management and commercial realism back at the heart of the review process.
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RELATIONSHIP MANAGEMENT

Maximizing the output of complex agency partnerships has become a real challenge for most global corporations – not least, as it gets harder to quantify the true value of those relationships. Clearly, this problem needs to be tackled head on…
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PERFORMANCE GOVERNANCE

When it comes to media performance, there is no substitute for clarity – the ability for clients to see instantly what works and what doesn’t. So why are some auditors content to keep this knowledge secret?
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STRATEGIC EXCELLENCE

Strategies can sometimes feel like opinions; everyone has them but whose do you really value? We stand by a simple guiding principle; that a media strategy only works if it keeps delivering.
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REMUNERATION & INCENTIVES

We believe that agencies work best when continually challenged to prove their value. In fact, finding techniques to constructively scrutinize commercial arrangements can transform an entire agency relationship.
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CONTRACT ADVISORY

Contracts tend to deliver their best value on the day you sign them – after that, it’s a case of increasingly opaque media practices and distrust rendering them less and less competitive. But does it have to be this way?
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TEAM

Meet the people who are changing the way Media Consulting works

Morten Pedersen

Morten Pedersen

Morten founded GLUE2020 in 2009, drawing on over 20 years experience from all sides of the fence; as a client, agency director (media and full-service) and independent consultant. View Details
Lucy Anderson

Lucy Anderson

An inspiring brand evangelist who loves finance and creativity in equal measure. Lucy is a breath of fresh air for the consulting industry. View Details
Gerry Preece

Gerry Preece

A strong advocate for plain speaking, Gerry has a way with words and what he says is always on the money. View Details
Annie Mandieni

Annie Mandieni

Annie, our resident multi-lingual data analyst, has media in her blood. View Details
Russel Wohlwerth

Russel Wohlwerth

Well connected to, and highly respected by, all the global creative agency key players, Russel is a firm believer in making agencies work hard for their money. View Details
Jacob Hagemann

Jacob Hagemann

Jacob is a visionary search engine and eCommerce expert and entrepreneur. A key SEM industry pioneer the in the late '90s... View Details
Morten Pedersen

Morten Pedersen

Morten founded GLUE2020 in 2009, drawing on over 20 years experience from all sides of the fence; as a client, agency director (media and full-service) and independent consultant.

GLUE2020 was formed to change the way businesses respond to the ever-changing media landscape. In doing so, Morten successfully pioneered numerous new models, processes and systems that today serve some of the world’s biggest and most demanding advertisers.

In the competitive but reactionary world of media consultancy, Morten is known as a maverick; unafraid to tell hard truths and driven to confront restrictive, outdated or unfair trading practices wherever he finds them. Whether negotiating critical commercial deals, or managing client-agency pitches, his ability to create big step improvements involving significant savings across the board is the reason he has worked with over 350 brands across 100+ territories worldwide – representing a business value in excess of $30Bn.

Morten’s client experience alone includes over 30 Fortune-100 companies across Retail, Gaming, FMCG, Finance, Transportation, Telecoms, Automotive, and Entertainment.

Lucy Anderson

Lucy Anderson

An inspiring brand evangelist who loves finance and creativity in equal measure. Lucy is a breath of fresh air for the consulting industry.

Her multi-disciplinary experience as a Client, Agency, Consultant and Company Owner has given her formidable breadth of vision and objectivity.

Lucy began her career in media planning at McCann Erickson, later moving into media auditing and consulting. Her first project in this new role was to deliver a $1Bn global agency review for a leading Entertainment and Technology client.

Applying this knowledge to the Diesel headquarters in Italy, Lucy became Head of Global Media at the age of 26 – promptly initiating a marketing restructure; creating a brand-led comms-planning process, reviewing global media agency arrangements, driving new co-promotion and branding opportunities and ultimately achieving a performance-led media and marketing company culture throughout 65 markets worldwide.

Beyond Fashion & Luxury, Lucy can boast sector experience in Automotive, Entertainment, Finance, Technology, Telecoms, Music and FMCG. Outside of work, she is actively involved in Music, managing award-winning artist Zee Gachette (www.zstarmusic.com).

Gerry Preece

Gerry Preece

A strong advocate for plain speaking, Gerry has a way with words and what he says is always on the money.

This has given him a reputation as one of the industry’s leading experts in applying procurement skills and practices into the marketing space.

Gerry spent 22 years at Procter & Gamble as the Global Director of Marketing and Media Procurement and Operations. While at P&G, Gerry grew the marketing procurement organization by over 1000%, ultimately directing the activities of nearly 200 marketing procurement professionals worldwide (representing over $3Bn marketing and media spend).

He also served as a committee member for the Association of National Advertisers (ANA) and a featured Speaker at the American Association of Advertising Agencies (AAAA).

Gerry holds an engineering degree from West Point and has served as the Executive Director of a national non-profit association. He and his wife Sue are empty nesters living in Cincinnati, with three adult kids in their twenties.

Annie Mandieni

Annie Mandieni

Annie, our resident multi-lingual data analyst, has media in her blood.

She has a natural gift for working vast and complex data sets, and an invaluable knowledge of agency operations from a performance management perspective.

With 15 years of solid agency experience servicing an impressive list of global and regional blue-chip clients in as many as 80 markets at any given time. Annie’s sector experience includes; Finance, Automotive, Entertainment, Broadcast, Pharmaceutical, Travel, Insurance, Telecoms and FMCG.

Before joining GLUE2020, Annie worked at five of the largest media agency networks in the world, as an international media planner/buyer, researcher and performance manager, responsible for client billings in excess of $20Bn.

Annie is four hands, four calculators and one big smile. A phenomenal eye for detail, naturally inquisitive and an incredibly smart networker. Mother of two, Annie holds a BA in Direct Marketing Specialization and a BTS in Business Management.

Russel Wohlwerth

Russel Wohlwerth

Well connected to, and highly respected by, all the global creative agency key players, Russel is a firm believer in making agencies work hard for their money.

Fair and objective, factual and pretty good fun too, he offers a wealth of knowledge in the areas of ethnic marketing, global marketing, integrated marketing and technology marketing.

Russel has unparalleled experience in leading complex global creative agency pitches and is considered an inspirational leader and educator in the field of Relationship Management – driving a strong marriage between creative and operational KPIs. In his capacity as a GLUE2020 partner, he also spearheads the use of the world’s leading decision-making management tool, Decideware, which he has rolled out globally for many clients.

Russel is an active supporter of industry trade associations and works on a variety of projects with the American Association of Advertising Agencies (4As), American Marketing Association (AMA), and Association of National Advertisers (ANA).

Russel and his family live in a Los Angeles-area beach community. He holds a BS degree in Journalism from Ohio University and is a frequent guest lecturer at the UCLA Anderson School of Management.

Jacob Hagemann

Jacob Hagemann

Jacob is a visionary search engine and eCommerce expert and entrepreneur. A key SEM industry pioneer the in the late '90s...

His start-up (Notebene.net) quickly become a strong publicly listed company and is now part of the Netbooster Group.

In response to rocketing search budgets, Jacob has co-developed a proprietary SEO/SEM performance benchmarking tool helping GLUE2020 clients achieve gigantic ROI improvements. His record ensures he is in high demand as a speaker and commentator, sharing his insights and controversial truths about online intelligence, data ownership and the future of SEM for advertisers at major internet conferences.

Jacob has serviced high-profile international clients in Travel, Retail, Finance, FMCG, Entertainment, Property and Non-Profit with Search Marketing, Online Marketing, Affiliate Marketing, E-mail Marketing and eCommerce programmes. He is Danish, has lived in Italy, Spain and the US and is now based in Switzerland with his wife and two daughters.

WORKS

We believe our work speaks for itself. Browse some recent projects below.

A major undertaking behind a major takeover

A major undertaking behind a major takeover

Situation

A mid-sized personal care company was preparing for a take-over bid from a global FMCG giant. However, internal politics and lack of central coordination had resulted in agency relationships becoming diluted across multiple agency groups, without central visibility or leadership.

Involvement

GLUE2020 undertook an extensive audit, capturing key information from local markets, enabling us to map out individual client/agency strengths and weaknesses, their structures and associated contract and fee arrangements. We benchmarked and quantified marketing and media strategy, planning and buying opportunities, and provided continued client support all the way through to take-over.

Outcome

We immediately identified business critical under-performance in 3 key markets, whilst improving strategic planning, digital integration and media buying. By the time the $3.2Bn take-over was approved 4 months later, our client had undergone structural re-organization, revamped its briefing process and re-negotiated better business terms – while media buying had improved by 16%.

Driving through the recession

Driving through the recession

Situation

This leading global automotive company had seen its buying power deteriorate in the recession, not helped by a faltering relationship with its main agency. The client wanted to develop stronger central and local synergies between brands and divisions, capturing any savings that followed.

Involvement

Through a tailored relationship and process audit, GLUE2020 interviewed 55 senior client and agency managers to identify critical business priorities, expectations, and relationship blockers and enablers. We also analyzed and benchmarked existing agency contract and fee arrangements, and quantified potential media buying improvements across all media channels.

Outcome

Over a 6-month period, bespoke media guidelines were introduced across all markets and divisions, driving comms planning across all brands and models. A new global agency contract was negotiated, linking incentives to local, brand specific metrics, media buying improvements, and volume rebate recovery. Total value created and captured represented 15% of total media spend.

Managing complexity

Managing complexity

Situation

This leading global pharmaceutical client approached us needing to consolidate and strengthen their media agency relationship across 75 markets worldwide.

Involvement

For 12 months, GLUE2020 worked intensively alongside Marketing and Procurement, guiding them through a bespoke search and selection process including short-listing agencies, resource and tool validation, media planning and buying challenges for traditional and digital media channels. We also led all contract, fee, incentive, and transparency negotiations on behalf of the client.

Outcome

A new agency network was selected across all markets, tailored to meet the client’s business objectives and priorities, and successful transfer was completed. Financial impact from process represented guaranteed improvements worth $96Mn (18% of total budget), exceeding company savings target 3-fold.

FOR HIGH-PERFORMANCE MEDIA CONSULTING

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